Laura Geller Beauty has announced that Elana Drell Szyfer will join the company as CEO, effective immediately.

Drell Szyfer will lead the company in driving the brand’s current image revamp and expansion into additional brick and mortar locations, both domestically and globally. She will also focus on new product and technology innovations, while continuing to grow the QVC business globally.

In addition to her new post, Drell Szyfer will hold an operating advisor role at Tengram Capital Partners, an investor in Laura Geller Beauty. Other brand in Tengram’s beauty portfolio are Nest Fragrances and Deva Curl.

Drell Szyfer brings over two decades of experience in the beauty industry, including stints at Estee Lauder, L’Oreal, and Avon. At Estee Lauder, she held the role of senior vice president of global marketing for the Estee Lauder brand. Prior, she was vice president of global marketing for Prescriptives. After three years at AHAVA Dead Sea Laboratories as CEO, her most recent position was was EVP, global brand strategy at Kenneth Cole Productions.

Photo: PRNewsFoto/Laura Geller Beauty